5 B2B Marketing Automation Platforms

Marketing automation offers B2B companies a single solution for managing a variety of tasks, including their email marketing, campaign development, landing page creation, as well as the capturing, scoring and nurturing of leads, among other automated tasks. 


Here is a closer look at five B2B marketing automation platforms and what they have to offer.

Each of the following platforms includes the following features as standard:

•    Email marketing
•    Analytics for tracking visitors to websites
•    Capturing, scoring, and nurturing leads
•    Centralized marketing database
•    CRM integration
•    Data reporting and analysis

1. Eloqua

Eloqua can help B2B companies and marketing managers create a variety of landing pages, email marketing, as well as to submit forms via their editor. Their platform is very user-friendly and features a drag and drop placement that is incredibly easy to use. Their email subscription manager contains features that enable users to effortlessly manage their email recipients list, as well as set up new email campaigns.

Their platform features are:
•    Analytics/ROI tracking
•    Campaign segmentation
•    Contact management
•    Landing pages and web forms
•    Lead management
•    Lead nurturing
•    Lead scoring
•    Multi-channel management

2. InfusionSoft

InfusionSoft is a popular choice for B2B companies that sell through both websites and on ground retail or office locations. Their platform is web based and they offer live online training to help users learn how to navigate their feature rich system. They feature a visual Campaign Builder that helps simplify the campaign building process. Their customer service is one of their most outstanding attributes, with an online chat option that is widely available to help walk users through the system if they experience difficulties.

Their platform features are:
•    Analytics/ROI tracking
•    Campaign segmentation
•    Contact management
•    Email drip campaigns
•    Landing pages and web forms
•    Lead management
•    Lead nurturing
•    Lead scoring
•    Multi-channel management

3. Marketo

Marketo marketing automation software professes to provide a robust yet easy to use solution for building a single pipeline for marketing and sales. Their lead management capabilities automate demand generations while capturing leads via targeted landing pages and even smart forms. Users can then nurture those leads with triggered and automatic drip email marketing campaigns. One of the nicer attributes is that the platform is available to user on-demand. In other words, you don't need a contract or to pay any fees up front.

Their platform features are:
•    Analytics/ROI tracking
•    Campaign segmentation
•    Contact management
•    Email drip campaigns
•    Lead management

4. HubSpot

HubSpot excels at helping businesses get discovered online. Their platform seeks to convert your business website traffic into leads and eventually customers. They allow you to optimize your campaigns based on analytics and results. Among other things, HubSpot gives users an easy way to fine tune their search engine optimization (SEO) efforts and promotes their efforts at writing blogs and creating other types of web content (CMS). They integrate ways to leverage your social media accounts like Twitter, Facebook and LinkedIn.

Their platform features are:
•    Analytics/ROI tracking
•    Campaign segmentation
•    Contact management
•    Email drip campaigns
•    Lead management
•    Multi-channel management
•    Search marketing
•    Social marketing

5. Pardot

Pardot is the B2B marketing automation platform that seeks to accelerate your pipeline while driving your revenue. They mesh marketing and sales and allow you to track every interaction with your prospects -- from site downloads, to page views, they allow you to score those prospects according to your own customized set of parameters. Sales reps can take advantage of the platform’s lead nurturing capabilities and real time sales alerts. They will easily be able to set priorities for their time. Marketing managers will be able to measure ROI with their closed loop reporting.

Their platform features are:
•    Analytics/ROI tracking
•    Campaign segmentation
•    Contact management
•    Direct mail management
•    Email drip campaigns
•    Landing pages and web forms
•    Lead management
•    Lead nurturing
•    Lead scoring
•    Multi-channel management
•    Multivariate testing
•    Search marketing
•    Social marketing
•    Website visitor tracking